Case Study

Accuvision gets better visibility on search
A Puretech SEO campaign helped the UK laser eye treatment company raise its web profile and increase traffic

Objectives:
Accuvision Ltd, a trusted name in laser eye treatment with clinics in London, Birmingham and Leeds in the UK, wanted to drive visibility for its business across the web.
The company's business was highly competitive, and helping users find its services easily on the web was critical to its success. The company wanted to attain the following
objectives:

• Increase its search visibility and exposure.
• Build traffic for eye surgery related terms, the most important being `laser eye surgery'.
• Achieve a substantial return on investment (RoI).

The Puretech Solution:
Puretech Digital designed a comprehensive organic search engine optimization (SEO) program for the site. It took the following steps to attract users to the Accuvision site:

• Revamped the website with an eye to making the navigation and site structure more search engine friendly.
• Defined a methodology to add extra content to Accuvision's website so that landing pages were optimized to attract traffic.
• Extensive keywords research with strong focus on pre-qualified visitors.
• Synchronized SEO with a pay per click (PPC) campaign to bring down cost per click (CPC) and cost per acquisition (CPA). The aim was to build a strong presence on the web, both through PPC and SEO, and be seen as a credible alternative to the major high street brands.
• Focused on social media search by creating a strong presence on Twitter and Facebook to engage potential consumers and enhance interest in the brand.
• Created a blog to share information and real customers' experiences to engage users.

Results:
The campaign significantly increased Accuvision's web traffic and enhanced the site's rankings.

• 60% increase in total organic traffic in less than six months.
• Total organic traffic went up 101% over three years.
• First page rankings in Google for over 90% of primary and most competitive keywords in its segment.
• Increased click-through rates on the contact and enquiry pages.
• Increase in the share of organic traffic from 39% in August 2008 to 50% by December 2008 and to 70% by August 2011.
• Substantial reduction in CPC for PPC campaigns.

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